A study on impact of word of mouth on consumer buying decision/ Berandah Unggat

Word of mouth (WOM) is an essential source of marketplace information for consumers. There are two types of word of mouth which are conventional word of mouth and electronic word of mouth. The trust on word of mouth is a vital part that can influence consumer in change their mind in buying the products. Consumer likes to share idea and their own experience in buying the products. So, it can create a trust among them especially word of mouth from their family and friends in derived to be more aware in their buying decision. Hence, the purpose of this present study is to identify the impact of word of mouth on consumer buying decision. Specifically, the study focuses on the relationship between the consumer trust on word of mouth and consumer buying decision.